Hisense Extends UEFA Partnership Through 2028 European Championship

Hisense extended its sports sponsorship portfolio on September 3, 2026, signing on as an official partner for the UEFA EURO 2028 tournament.

The agreement secures the Chinese consumer electronics manufacturer its fourth consecutive European championship contract since its tournament debut in 2016.

Announced during the IFA consumer technology trade show in Berlin, the agreement retains Hisense as UEFA’s dedicated display technology partner. The Chinese appliance maker has integrated display hardware across match operations and fan venues while operating marketing zones at European and global football events.

Expanding Global Screen Presence

Chinese television manufacturers continue to channel marketing budgets into high-profile athletic tournaments to dislodge South Korean and Japanese incumbents across Western retail channels. Hisense, which took the top global market share position in television sets sized 100 inches and above between 2023 and the first quarter of 2026 according to Omdia data, relies heavily on large-format sports broadcasts to move premium RGB MiniLED sets.

Rival panel manufacturers TCL and Skyworth deploy similar sporting playbooks across basketball and regional leagues, but Hisense holds the most extensive European football footprint among Asian consumer electronics brands. The commercial payoff rests entirely on whether Western consumer demand for premium home theatre setups offsets the escalating rights fees charged by international sports federations.

Sponsorship Track Record

The company became the first Chinese brand to sponsor the UEFA EURO tournament during the 2016 event in France, subsequently renewing for the 2020 and 2024 competitions. Outside European continental football, Hisense backed the FIFA World Cup tournaments in Russia in 2018 and Qatar in 2022.

As the first Chinese sponsor of the UEFA EURO, over the past decade we have grown beyond pure brand sponsorship to become UEFA’s dedicated display technology partner, progressing hand-in-hand.Catherine Fang, Vice President of Hisense Group and President of Hisense Global Commercial Center

Football investments sit at the core of the group’s overseas expansion strategy, which now reaches retail channels across more than 180 countries. UEFA reinvests 97.5 per cent of its total commercial revenue back into football development, providing top-tier brand partners with year-round visibility across 55 national member associations.

Hardware Deliveries for 2026

Commercial execution now shifts to the FIFA World Cup 2026, where Hisense serves as an official sponsor ahead of the 2028 European tournament. Retail inventory planning across European retail chains for the company’s next-generation RGB MiniLED lineup begins in early 2027.